Learn how the College of Charleston increased engagement and participation with just a few adjustments to their digital signage strategy…

1. DIGITAL SIGNAGE CASE STUDY
Case Study:
Engaging Students at the
College of Charleston

2. The degree of attention, curiosity, interest,
optimism, and passion that students show when
they are learning or being taught, which extends
to the level of motivation they have to learn and
progress in their education.
Student Engagement

3. Why Engagement Matters
Student engagement is widely recognized as an important influence on achievement and learning in
higher education. All students benefit from engagement.
04 Loan Default
Rates
05 Cultural
Diversification
03 Graduation
Rates
01
GPA
02 Job Placement
Rates

4. Why Digital Signage
Deliver more
messages, more
frequently
Show a broad
mix of digital
content types
Improve safety
with alerts
Offer
interactivity to
engage users
Control where
and when
messages play
Reduce paper
and waste

5. Case Study: College of Charleston
• Four-year public liberal arts and sciences college founded in 1770.
• Mid-sized, urban university with 10,000 undergraduate and 1,200 graduate students
• The School of Business enrolls approximately 2,000 students annually and employs roughly 100 faculty and staff

6. Case Study: College of Charleston
Challenges
1. Engagement staff were unable to track and
measure any correlation between posted
messages and student response or activity
2. Staff was challenged by a faculty producing
content not effectively designed for the
digital signage medium

7. Case Study: College of Charleston
Analysis
• Great screen saturation and placement
• Too many messages
• Wildly designed messages
• Long text on messages
• Stale layout designs
• Irrelevant content
• Few calls to action

8. Case Study: College of Charleston
Experimental Campaign
• Increase awareness of the digital signage
platform by generating interest and activity
around Dean Shao and the Dean’s State of
the Business School Event
Success Measures
• Followers of the Dean’s Twitter feed
• Number of Instagram posts with hashtags
• Questions tweeted to the Dean with hashtags

9. Case Study: College of Charleston
Campaign
• Four distinct phases and timeframes
• Campaign-specific content
• Calls to action
• Compelling rewards for response
Tactical Actions
• Playlists cut down to seven messages
• Four campaign messages, played at peak times
• Messages shown for one week on all screens
• Increased prize value each week

10. Case Study: College of Charleston
Messages

11. Case Study: College of Charleston
Layouts

12. Case Study:
College of
Charleston
Digital Signage Student Engagement
Survey
Key Statistics:
• 90 Survey Participants
• 52% Female; 48% Male
• 10% Leadership Roles
• Top Social Media Mediums –
Facebook & Instagram

13. Case Study:
College of
Charleston
Digital Signage Student Engagement
Survey
Key Statistics:
• 90 Survey Participants
• 52% Female; 48% Male
• 10% Leadership Roles
• Top Social Media Mediums –
Facebook & Instagram

14. Case Study: College of Charleston
SURVEY QUESTION 12
Prize Ideas From Students
Gift card for business attire
First registration day for classes
Tablet/iPad
Festival tickets
Concert tickets (2 tickets or more)
CofC gear/School of Business gear
Beats headphones
Starbucks/Chick-Fil-A gift cards
SURVEY QUESTION 13
What Students Want To See
Events on campus and around town
Study abroad options
Internship opportunities
Images that represent our school
World news
Business events
Sports
Job postings

15. Case Study: College of Charleston
Keys to Engagement
• Using attractors: Weather, Twitter and news ticker in layouts
• Targeted messaging: Smaller playlist for message saturation during peak hours
• Good, clear design: Use of consistent design in layouts and messages
• Call to action: Bitly links, hashtags, QR codes, prizes
Outcome
• Dean Shao’s Twitter followers ↑26%
• Distinct link use (bitly URL) ↑300%
• Distinct hashtag use (questions tweeted) ↑900%

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